Blogging presents a powerful opportunity for attorneys to showcase their expertise, build credibility, and connect directly with their target audience. Countless potential clients are searching for answers to their legal questions every day, and a well-written, robust blog can greatly impact your firm’s ability to stand out from the competition.
Read on for the top reasons your firm should be blogging, tips and best practices for better blogging, and how you can get started blogging with LawLytics.
Should I Write Blogs for My Law Firm Website?
Blogging can be a powerful tool for solos and small law firms to increase the visibility of your law firm website on search engine results. Unlike many marketing assets, blogging can be extremely cost-effective. Plus, it can help you demonstrate your legal expertise through well-written content that answers the questions of your potential clients.
Below, we review the top reasons why you should incorporate blogging into your firm’s current digital marketing strategy.
Writing Blogs for Better Search Engine Optimization
One of the major benefits of blogging for your law firm is the opportunity to increase the visibility of your website on search engine results through well-performing pages. This method of blog writing for SEO is often the key to making your website more discoverable online. By increasing the visibility of your website, you are also increasing your reach to potential clients, improving brand awareness, and strengthening your website’s effectiveness to drive business online.
Writing Blogs to Provide Value to Potential Clients
In today’s age, people use the internet to find the information they need in almost every aspect of their lives, including legal issues. Potential clients will value well-written and informative blogs you write that are strategically selected to answer common questions or address specific concerns. As a result, when your potential clients are ready to seek legal help, it’s more likely that you have already laid the groundwork necessary for them to reach out to your firm.
Writing Blogs to Pursue Thought Leadership
Blog writing can be a powerful tool for thought leadership. By consistently producing informative articles, blog posts, and resources related to your legal specialization, you position your law firm as an authority in your area of practice. This thought leadership not only attracts potential clients but also helps you stand out in a crowded digital landscape, further improving your online visibility and reputation.
Writing Blogs for Sustainable, Affordable Marketing
Depending on the nature of your law practice, there may be circumstances in which traditional marketing tactics such as paid advertising may not be effective. Compared to paid advertising avenues, SEO is a cost-effective and sustainable strategy. While paid advertising can provide immediate visibility, it often comes at a high cost. On the other hand, well-optimized content continues to attract organic traffic over time, offering a more affordable and long-lasting solution.
Tips and Best Practices for Better Blogging
Crafting blog posts for your practice that work to drive more business to your law firm involves key elements that can apply to any practice area. In this section, we offer blogging tips and best practices for attorneys.
Understand the Intent of Your Potential Clients
Understanding the intent of your potential clients is what can take your blog posts from good to great. Your blogs should not only showcase your legal expertise but also provide valuable information. By addressing common legal questions, concerns, and issues your clients may face, you can position your firm as a trustworthy source of information and build credibility and trust.
Know the Difference: Evergreen Pages and Blog Posts
Evergreen pages and blog posts are two different types of pages that appear on law firm websites, and it makes sense to approach them differently.
Evergreen pages include practice area pages and detailed law pages. When you craft evergreen pages with purpose, they can become places where potential clients find you organically and learn about how you can help them with their problems. Evergreen pages are the backbone of your law firm’s website, and the content on these pages is not likely to change often. Instead, they remain consistently relevant to your potential clients.
Blog posts are an opportunity to create a steady stream of content that informs and engages potential clients. They help you explain what you’re thinking about and what you want readers to consider on a given date. These tend to be time-sensitive and help you capitalize on current trends or events and keep your law firm website fresh and engaging. Blog posts could be commentary on relevant news, ideas to develop thought leadership, or updates about your law practice.
Tip: Your law firm likely caters to a specific geographic location, and localizing your pages is essential to increasing your visibility on search. Incorporate keywords related to your locality to enhance your visibility in local search results. This not only attracts local clients but also establishes your firm as a prominent legal resource in the community.
Use SEO Tactics
The following are aspects of writing for SEO that can improve the performance of your blog posts:
- Use relevant keywords: Choosing the right keywords is like placing signposts that guide search engines to your content. By performing thorough keyword research, you can better understand what your potential clients seek. Then, once you have your keywords, you can integrate them into your content for better search engine performance.
- Draft high-quality content: Your content should be informative, engaging, and valuable to your potential clients.
- Know your audience: Understanding the search intent of your potential clients and how to satisfy their search for more information about their legal issue will go a long way in helping your content perform better.
- Optimize headers and subheadings: Crafting eye-catching and logical H1 headers and subheadings is crucial for both readers and search engines. These elements not only make your content more readable but also help search engines understand the structure of your page.
Choose the Appropriate Length and Frequency
Finding the best page length for your website content should be done on a case-by-case basis. As a rule of thumb, we advise attorneys to write website content until your message is sufficiently conveyed and you’re confident a potential client would find the information educational. When writing website content, keep in mind that both quantity and quality are important to get the most value out of your content efforts.
Get More Out of Your Efforts: Share Blogs to Social Media
You can expand the reach of your law practice by sharing your blogs on social media platforms. Social signals such as likes, shares, and comments, contribute to your content’s visibility. Create engaging social media posts that prompt your audience to give it a thumbs up, repost it on their own social media platform, or click on the link to go to your website, all of which increases traffic and interactions with potential clients.
With LawLytics, sharing your blogs is quick and easy with our built-in social media tool. Simply connect your desired social media accounts to your LawLytics dashboard to schedule, caption, and share your blog posts to your social media feeds.
Tip: Adding multimedia such as a photo, video, or infographic to your blog posts will make them more engaging for readers on both your website and social media. Visual content not only breaks up text but also provides an alternative way for users to engage with your material.
Engage Readers with Internal Linking
A critical function of your law firm blog is to point potential clients to evergreen pages on your website such as practice area pages, your attorney bio, FAQ pages, and case summaries. Internal linking is an important element of engaging web visitors and improving the search engine visibility of your web pages. Always review your content for opportunities to link readers to additional pages on your website to encourage exploration.
Craft an Effective Call to Action
Every blog should have a clear call-to-action (CTA). Whether it’s directing readers to contact your firm, subscribe to a newsletter, or explore your legal services, a well-crafted CTA guides potential clients to take the next step. Make it compelling, concise, and aligned with your business goals.
Creating a Blog with LawLytics
After you understand the benefits and best practices of blogging for your law practice, it’s time to get started. With LawLytics, blog writing and publishing are already built into your dashboard for quick and easy creation.
To get started, you simply need to navigate to the blogging editor in your LawLytics dashboard. From there, you can write and optimize your blog with tags, multimedia, anchor links, widgets, a CTA, and more. Finally, your blog can be saved as a draft, scheduled to post, or published immediately on your law firm website and social media platforms.
For many attorneys, finding the time for blog writing can be difficult. LawLytics makes it easy to enlist the help of ghostwriters whether they are inside your office or from an outside source. LawLytics members have unlimited users for their accounts, making ghostwriting capabilities more accessible.
If you’re already a LawLytics member and would like help with your firm’s blogging, reach out to support. If you’re not yet a LawLytics member and would like to know more about how we can help you achieve a successful online presence for your business, schedule an interactive, 20-minute demo.
